IncrediBull at CIPR Social Summer

Yesterday, Alys and I had the pleasure to attend another CIPR Social Summer session in Russell Square. This time up was Drew Benvie, MD of Hotwire PR talking about location-based social networks for PR – Facebook Places and Foursquare to the man on the street. There were initial objections to ‘checking in’, with a member of the audience saying he can’t stand it when his friends report on where they check-in. Drew was quick to allay these doubts and argued that we need to look at these from a branding perspective as opposed to a personal one. What impact does the growth in use of location-based services have for your clients?
 
Rather than summarise the full talk, here are the main opportunities of ‘checking in’ that were shared with us:
 
1.    For your consumer
These services allow you to create brand advocates. ‘Specials’ (providing discounts when people check-in to your shop or restaurant) provide a discount and encourage your consumers to come back. It’s all about building loyalty. For example, Hummus Bros on Cheapside has a special right now that the Mayor (the person who has checked in the most) can ‘share the wealth with 2-for-1 on main courses for you & a friend’.

2.    For the passer-by
Foursquare and Facebook Places attract people who weren’t even thinking of stopping at your shop. Drew spoke about how these services attract people who ‘would not dream of visiting’, but do so because there’s something on offer. Another example – Karen Millen in One New Change over the road is currently offering ‘15% OFF all full price items when you check-in’. I wasn’t thinking of going in, but maybe I will now so I can get a discount.

3.    Cut through the noise
This one is a bit more difficult to achieve, but say a ‘mainstream’ media source picks up that you have been using location-based services well. This generates coverage and in turn creates a ‘halo effect’ for your brand from the use of Foursquare and Facebook Places.
 
No matter how you might personally feel towards checking in, it is the future and we’re armed with the knowledge to work with our clients to introduce the importance of campaigns based around new technology. Including location-based options can amplify, engage and improve your campaigns and if you’re interested in finding out more, please get in touch! 
 
Thank you to Drew and to the CIPR for running yet another fantastic session. The slides from the presentation can be found here.